Commercial production company Institute has added Ray Neutron to its directorial roster. Based in Atlanta, Neutron is an inquisitive storyteller working across both photography and video. This marks his first commercialmaking representation.

As a multi-talented creator, Neutron’s work resonates through authentically ephemeral human moments and timeless cinematic artistry. His visuals are informed by his professional background spanning portrait photography, audio engineering, and graphic design. He has been represented for photography through Institute’s sister company, Institute Artist, since 2020, with print clients including Airbnb, Apple, Oakley, Crown Royal, Pepsi, ESPN and Under Armour. He has recently been delving into a variety of motion work as well, with great success. Neutron directed the #Creators4BIPOC brand film for Logitech, the MLK Day short film for fashion brand Kith featuring Martin Luther King III, and both print and video ad campaigns for Atlanta’s Portrait Coffee. He has also directed numerous music videos, including Saint Cassius’ “Brown Skin Girls,” Natalie Lauren’s “Something Something,” and Luke James’ “Go Girl.” He recently directed the kaleidoscopic “Spread the Opps” music video for hip-hop artist Lecrae, which was produced by Institute. Additionally, he has served as creative director on multiple projects with artist Samora Pinderhughes, who recently received a rare $1 million grant from the Andrew W. Mellon Foundation.

“Ray’s talent is undeniable, and as part of the broader Institute family we’ve been fortunate to have a front-row seat as his career has evolved to encompass new mediums and more ambitious projects,” said Tori Palmatier, managing director at Institute. “We’re thrilled to officially welcome Ray to the Institute roster, and we look forward to a close collaboration across both Institute and Institute Artist on future projects.”

“I am super excited to be expanding our representation of Ray, now on our commercial roster at Institute, as he continues to grow as an multi-platform artist. The sky’s the limit with talent such as Ray,” said Frank Evers, president of Institute and Institute Artist.

“Working with Institute on the Lecrae video last year was such a seamless and supportive process, so when the opportunity came up for me to formally join the directing roster, I didn’t have to think twice,” shared Neutron. “As my career has grown and I’ve had more exposure to different parts of the creative process, I’m more empowered to create narratives that I would actually want to see on television, things that are surprising and stop the viewer in their tracks. Institute shares that ethos and it means a lot to know that Tori and the whole team want to support my vision and my work no matter what form it may take.”